영상콘텐츠의 특성이 프레즌스에 미치는 영향에 대한 연구

다국어 초록 (Multilingual Abstract)

The purpose of this study is to research advertisement effect of each variable(screen size, and feature of image contents) by concentrating on presence demonstratively and review the method to use media advertisement that will be applied to small-sized mobile digital device that has shown high distribution ratio recently. Therefore, the study researched sensible fidelity(screen size) and cognitive fidelity(high-reality advertisement and low-reality advertisement) among leaning variables experienced by adopters. When synthesizing the study result, the presences of 7 and 22 were high regardless of high-reality advertisement and low-reality advertisement and presence was high when cognitive fidelity was high reality and screen size is 22. For high-reality advertisement and low-reality advertisement, it is found that 22 screen size gives an effect to advertisement effect. In addition, for 7 screen, it is found that cognitive fidelity does not give an effect to advertisement effect but for 22` screen, high-reality advertisement gives an effect to advertisement effect. Regarding the effect of cognitive fidelity, presence, brand attitude and advertisement intention on purchase intention, for 22 screen, the purchase intention is high when advertisement is high reality and presence is high and for 7 screen, it is low when advertisement is low reality. In addition, the researcher suggests the restriction of study and the proposal for follow-up study.